Archive for the ‘Data Analysis’ Category
Hurricane Sandy, which caused massive destruction on the East Coast of the United States recently, attracted global attention and offers of help in the aftermath.
In fact, as the storm approached and struck, Peer39’s AppNexus datacenters saw a whopping 720% increase in traffic to pages classified as “Negative News (Disaster).”
At the peak, 41 million impressions were processed in this category alone.
As with all Peer39 classifications, Negative News (Disaster) can be used as an attribute to target to, or away from related content.
For example, a relief organization such as FEMA or the Red Cross can target their messages toward pages classified with this content, hoping to reach those interested in the progress of relief efforts and those seeking help themselves.
Alternately, cautious advertisers may wish to ensure their ads steer clear of this content to avoid appearing insensitive or inappropriate. Peer39 classifications also make it easy to target away from pages categorized as Negative News (Disaster).
As the clean-up, reconstruction and humanitarian efforts continue in New York and elsewhere in the northeast, impression levels in this category are remaining well above normal. Whether you want to seek out this audience or avoid it, give us a call now.
After surviving months of campaigning and information overload, the U.S. took to the polls on November 6 to decide if it would be Barack Obama or Mitt Romney in the White House for the next four years.
Media organizations were not only planning the traditional nonstop TV, radio and newspaper coverage, they were also developing apps and content for the ‘second screen’ – laptops, tablets and smartphones. And boy, did Americans lap it up.
Our Peer39 global datacenters saw a huge spike in impressions as the results rolled in across the country.
To put it all in perspective: over the 30 days prior to the election, Peer39 would typically process around 34-36 billion impressions each day. (Note the dip in traffic caused by Hurricane Sandy). On November 6, however, we processed approximately 100 Billion impressions.
That means 100 billion requests were made to Peer39 through our RTB partners to check on the content, quality and safety of a page before the buy.
This was clearly a great day for advertisers who were targeting political enthusiasts using our Political News category. They got some serious reach.
With this data in mind, you might want to start thinking now about how to make the most of the big traffic spikes coming our way during the end-of-year holidays, tax season and Super Bowl Sunday!
As we cheered, sang, winced and watched the world’s best athletes going for gold, media organizations basked in some record breaking results of their own.
The BBC published their impressive online statistics – their sport news website performed at its personal best. There were twice the number of video streams than previous events, mobile browsing hit new highs and outgoing bandwidth peaked at 700GB per second.
Peer39’s global datacenters recorded incredible traffic too. We saw between 178 million to 405 million daily Olympic impressions, totaling a massive 4.4 billion global Olympic impressions during the course of the games.
There’s some interesting data in the middle of the Olympics. It seems digital took a back seat during some of the most exciting track and field events. Impression levels climbed after Usain Bolt won the 100 meter sprint. The peak of the impression levels was the day after he won the 200 meter sprint, suggesting online was still strongest as a ‘replay’ function. People could relive the action the next day on-demand if they missed it on TV.
Although – there were rave reviews about just how great the competition was at the BMX final, so maybe the world has a soft spot for some bike tricks?
In the spirit of the Olympics we dove into the AppNexus data to take a look at how our Top Five countries are performing. Below are the daily impressions broken down by country across the AppNexus network.
You can get this data on-demand in the AppNexus console by doing a “Segment Inventory Overlap Report”. It’s under Network > Audience, then select a country. But sorry, it won’t have the cute flags.
Now we’re on Appnexus in Europe we’ve taken quite a liking to that other kind of football. That one with the round ball… Soccer, some even call it.
As well as watching on TV we were watching the impression levels online. We’ve noticed game days see a real spike in impressions – up to 32% higher than other days during the final stages of the tournament. || Read more
It’s Wimbledon season which means there is a whole bunch of tennis content being served up online.
Last year there was a clear spike in tennis category impressions thanks to England’s famous tennis championship.
Below is a trend graph from last year, which shows the Tennis category increased by 166%.
We’re sure history will repeat itself – and if it does, based on current impression levels, we expect to see between 4.3 million and 8 million impressions during this year’s tournament.
If you have any advertisers that may align well with Tennis now is the best time to take advantage of the increase in inventory.
Four days out from Father’s Day (yep – it’s this Sunday) we’re already seeing an average of 3 million daily impressions!